The can mirrors Budweiser's iconic bow tie logo and will be available to buy in the US on 6 May.
"This can is incomparable, like nothing you've ever seen before," said Pat McGauley, vice president of innovation for Anheuser-Busch. "The world's most iconic beer brand deserves the world's most unique and innovative can. I think we have it here."
The proprietary can, in development since 2010, will be available only in the United States and in an 8-pack and will not replace the traditional Budweiser can.
Budweiser owners Anheuser-Busch produced the new cans. According to the firm, engineers needed to solve a number of technical challenges, and major equipment investments were required at Budweiser's can-making facility in Newburgh, NY.
Significant capital investments also were required to upgrade packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, the first breweries with capability to package this unusual can.
According to Anheuser-Busch, creating the can requires a 16-step process – 10 steps to form the bottom half of the can, with an additional six steps to form the top portion.
The Anheuser-Busch Global Innovation Group has been investigating potential can innovations for several years.
'Engineering standpoint'
"We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint," McGauley said.? "Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bowtie be very precise."
An initial run of more than 10 million bow tie cans were produced in Newburgh through March 31 for the spring introduction. An additional 8 million cans are scheduled to be produced this month.
Due to the can's slimmer middle and sleek design, it holds 11.3 ounces of beer and has about 137 calories, approximately 8.5 fewer calories than a traditional 12-ounce can of Budweiser.
"This can is certainly a conversation starter: eye-catching, easy-to-grip, trendy and – according to our research – very appealing to young adults," McGauley said. "It's a beer can like no other."
